Renée T. Walker, APRMarch 26, 2011

Broken Character: Crisis Communication

Agenda

• A little about me…• Reputation is Big Business• To Protect and Serve• From the Front Line• Rules of Engagement• Getting in the Game• Questions & Answers

A little about me…

A little about me…

• Began as finance major on my way to CPA• Career highlights– City of Detroit Super Bowl XL Bid Team– City of Detroit Anti-Arson Task Force– California Workers’ Compensation Action Network

Executive Committee– $55 million referendum for Comerica Park and

Ford Field

Reputation is Big Business

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Reputations = Mega Billions

= $70,452 billion.

Source: Interbrand 2010 Best Global Brands

= $21,860 billion.

= $43,557 billion.

= $28,731 billion. = $21,143 billion.

To Protect and Serve

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What Constitutes a Crisis?• Anything that threatens or may threaten to significantly

damage an individual, organization and its employees, products, services, financial condition or reputation

• Characteristics of a Crisis:– Surprise– Little information– Confusion– No control– Magnifying glass– First impressions– Potential loss of trust and credibility

Gifts that Keep Giving…• Corporate • Economy, executive misconduct, personnel issues,

lawsuits and product/operational issues• Celebrity• Illegal and immoral behavior

• Government/Political• Illegal, immoral and unethical behavior

• Domestic• Marriage, divorce, dating and family

Media Frenzy• If it bleeds…it leads

• Sensationalism and sweeps

• Paparazzi and tabloid journalism

• Citizen journalists

• Global in a nanosecond

The Crisis Practice is…• Countercyclical• Thrives in a depressed or downward economy

• Primarily seasoned and executive-level practitioners• Requires the mastery of numerous disciplines

• Strategy on steroids• Takes an A+ game to succeed

• Everywhere• Corporate, agency, client and internal

From the Front Line

Successes and Failures

Celebrity

• Lost $22 million in endorsements (Gatorade, AT&T, Accenture)

Corporate• Brand value Jan. 1, 2010 = $20 billion• Brand value June 30, 2010 = $0• Share price before = $60.48 • Share price today = $46.91

– Lowest price = $29.20

• Brand value Jan. 1, 2010 = $30 billion• Brand value June 30, 2010 = $24 billion

Source: Dailyfinance.com

Government/Political

• Massive data dump of U.S. embassy cables

• Global political and diplomatic fallout

Rules of Engagement

What it will take

• Experience required• Strategic, action-oriented and deadline-driven

with precision• Thrive in an unpredictable, high-pressure and

fast-paced environment• Synthesize large amounts of conflicting,

complex and creative data/information

Rules of Engagement

• Phenomenal oral, written and interpersonal communication skills

• Influence through leadership, persuasion and collaboration

• Empathy, vision, passion and fortitude

Rules of Engagement

Getting in the Game

What it takes

Execute your plan

Manage your brand

Avoid sitting on the bench

Learn the lingo

Stay active

Create a plan

• Seek new opportunities and experiences

• Build career portfolio• Develop competencies in

multiple communication disciplines

• Become a well-rounded professional

• Be active and visible• Expand professional and social

networks• Sharpen your skills and enhance

body of work

• Engage the executives through in-depth and substantive dialogue

• Align ideas with business objectives

• Reinvent yourself often• Develop your core

competencies through stretch goals and special projects

• Secure a mentor • Develop a support group• Adapt your course as necessary

• Carefully manage and continuously evolve your personal brand

• Differentiate yourself• Demonstrate your value

Getting in the Game

“Don’t let the fear of falling keep you from

knowing the joy of flight.”

Lane WallaceEditor, Flying Magazine

Final Thought

Questions & Answers

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